Featured In

Social Research Digest – December 2012

Summary

A report by the advertising firm Saatchi & Saatchi sheds some light in the untapped opportunities of sustainability marketing for the Latino community. The report aims to spark dialogue within companies and inspire them to develop effective strategies and communications to engage Latinos in their corporate sustainability efforts.

Key Findings

• Latinos are the fastest-growing demographic in the nation, yet few companies are reaching out to this group in their sustainability initiatives.
• “The vast majority” of US companies – even those who are spending serious dollars to connect with Latinos – are not messaging to this audience about environmental sustainability.
• A series of myths exist in the sustainability community as to why this “sleeping giant” should not be targeted.
• The first myth is that Latinos are not environmentalists.
• In reality, “deep-rooted cultural connections and health reasons” give rise to an innate support of environmental conservation and stewardship among Latinos.
• Other myths include thinking that Latinos don’t want to buy green – but, in fact, that demographic tends to be more loyal to brands that contribute positively to their communities and the environment.
• However, despite these misconceptions, there are a number of companies that have successfully targeted the Latino community with sustainability initiatives.
• NBCUniversal’s Green is Universal campaign is a good example, which, for one week each year, invites viewers to learn about green issues by integrating such themes into its programming, runs across most of the company’s channels including Spanish-language Telemundo and mun2, the bilingual cable network that targets young Latinos.
• General Mills’ Qué Rica Vida campaign, which promotes healthy eating and living to Latinos by embracing culinary affinities and providing recipes, health tips and deals on General Mills products, is another good example of a well-targeted and successful campaign.

Author(s)

Saatchi & Saatchi

Source

PDF report

Tags: communications, Latinos, Saatchi & Saatchi, sustainability marketing, US